dave mccaughan main stage - 2013
TRANSCRIPT
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SOFT POWER AIN’T SO SOFT
THE TRUTH ABOUT CELEBRITY, POP CULTURE AND KIMCHI
Dave McCaughan “ best presentation” ESOMAR AP Conference , Ho Chi Minh City Apr 2013
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
let’s get it out of the way from the start
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
“ Asian Trends 2009”
and this is what you got
…
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
“ Asian Trends 2009”
and this is what you got
…
G-dragon from
Korean boy
band Big Bang
not so strange when
you consider
this a region that is all
about
going forward,
finding new
possibilities
entrepreneurship
and “getting
everything you can”
skip to last week … and the korean influence has waned
it’s all looking more business and opportunity … but still fashionable
GO GOOGLE SOFT POWER ….. AND YOU FIND IT’S MOSTLY POLITICAL
The trend will continue to gather strength because, in the new world of social media, getting it wrong is swiftly and publicly punishedRead more at http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=1d84fbe4-e251-4880-85cb-380e7c5c0349&q=softpower#oyxd1F5xro3C0z2X.99
THIS IS MELANIE’S FAULT
The vogue of “soft power” took off less than ten years ago
…. But is as old as … well …
power
REMEMBER WHEN ???
which celebrity expanded your world ?
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
lesson 1others images of you are often better than you think
Our lives are the sum of our media influences
ALL OUR PERSONAL HISTORIES REFLECT SOFT INFLUENCE
THEN KOREA FORMALISED WHAT WAS OBVIOUS
“Winter Sonata” lifts Korean men, popularity, refrigerators, kimchi
Kimchi exports grew 9 percent in 2003Ginseng exports go up 33%
Yon-sama Power
BUT WHY ???
Why is it that we “love” korean artists, or sushi, or Coke ?
Lesson 2The places we are influenced by change and surprise us
TOKYO
HONG KONG
THE NEW HUBS
BOLLYWOOD
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
KOREA
BOLLYWOOD
TURKEY
NIGERIA
TOKYO
HONG KONG
THE NEW HUBS
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
KOREA
BOLLYWOOD
JAKARTA
MANILA
SHANGHAITEHRAN
TOKYO
HONG KONG
TURKEY
NIGERIA
THE NEW HUBS
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
HOW WE SEE THE WORLD AND WHERE INFLUENCES
COME FROM IS ALL ABOUT IMPRESSIONS OF WORLDS
Where do the most beautiful women come from ?
We asked over 10,000 women around the world ….
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
Western
Where do the most beautiful women come from ?YOUR TURN ??
CELEBRITY IS ITSELF A RESULT OF AND A TOOL OF
SOFT POWER
0%
20%
40%
60%
80%
100%
US UK France Total Germany Mexico Brazil China
looking at pictures of beautiful celebrities makes me feel…(% selecting option)
Angry….They have more help to look good than I do
Positive…I can look like that too
Depressed…I will never look that good
Inspired…gives me ideas for new looks
Neutral…it doesn’t matter to me what they look like
Emi Takei for Maquillage muse in Japan, as well as greater Asia.
Kim Hyun Joong for Facebook in Singapore.
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
Lee Min Jung for ACUVUE in Singapore.
OF COURSE WE “MOSTLY” KNOW THAT CELEBRITIES
“DON’T USE THE PRODUCTS”
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
30
DESPITE THE POLITICALLY CORRECT
MYTHOLOGY CELEBRITY “ INVOLVEMENT ” GROWS
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
USING THE RIGHT CELEBRITY MATTERS …
MAKING SURE THEY ARE SAYING THE RIGHT THINGS
MATTERS MOST
"Consumers in developed markets are fascinated bycelebrities; consumers in developing markets admirethem, meaning "surprise and attention" is key in areas likethe US, and aspiration matters in fast-growth economies.”
- Marc Mathieu, Unilever's SVP, marketing,
SOURCE: “Celebrity marketing models change” WARC News 31 August 2011
lesson 3 celebrity remains the key channel for soft power
CELEBRITY AS ICONIC SYMBOLISM
THAT IS SOFT POWER
BACK TO ZHANG ZIYI
lesson 4Soft power is happening around brands all the time … are the brands measuring how they use it ?
If you want to know more …
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
Q & A
Ray PoynterNewMR
Dave McCaughan, McCann
Worldgroup, Japan
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage